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                    <h1>网红店前排大队：心里满足可能比吃更重要</h1>
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                        <span>2017年09月25日 10:16</span>
                        <span title="人气"><span class="num J_view_num"></span> 次阅读</span>
                        <span class="source">稿源：<span>新华网</span></span>
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                                                        <div class="topic"><a href="http://www.cnbeta.com/topics/305.htm" target="_blank"><img title="视点·观察" src="http://static.cnbetacdn.com/topics/0434e92805fc85d.png" /></a></div>
                                                        <p>“排队”这件事，在我们生活中并不陌生，从等公交汽车到去银行办事，往往都要排个或短或长的队。那么现在问题来了：为了吃，你愿意排队等多久？<strong>继“排队3个小时才能买到的奶茶”之后，日前上海开张的某蛋糕店甚至因排队者过多存在安全隐患，而一度被叫停。排队这件事，似乎越来越让人看不懂了。</strong></p>                    </div>
                    <div class="article-content" id="artibody">
                        <p><strong>网红店：借着休闲餐饮与互联网的“东风”&nbsp;</strong></p><p>近几年，受宏观经济环境及政策影响，国内餐饮行业逐步告别快速增长的时代，部分高端餐饮企业的生意规模甚至呈现下跌趋势。而与传统餐饮的“不知所措”形成鲜明对比的是，快速休闲餐饮俨然呈“一枝独秀”之态。相关数据显示，目前我国休闲餐饮的市场空间逐年增长，且未来几年仍将保持上升趋势。</p><p style="text-align: center;"><img src="http://static.cnbetacdn.com/article/2017/0925/ac2c668b88ca951.jpg" /></p><p>休闲餐饮品牌有两个核心产品：一方面是有形的、狭义上的产品、菜品；另一方面则是在于用户体验，给消费者带来心理上的满足感。作为休闲餐饮行业中的重要组成部分，从咖啡厅到奶茶店、甜品店，各类“下午茶”或“小零食”形式的店面更是在当下这个移动网络普及、“随手拍”成为日常习惯的时代蓬勃发展起来。而由于此类新兴店铺的口碑往往通过网络进行传播与积累，广受年轻群体追捧，故而也被大众形象地称为“网红店”。</p><p style="text-align: center;"><img src="http://static.cnbetacdn.com/article/2017/0925/2c7e65f97cd8c38.jpg" /></p><p><strong>排队，到底排的是什么？&nbsp;</strong></p><p>网红店“吸睛”的一大利器便是排队——店铺门前排起的长龙显示出一片生意火爆的景象，引得路过者即便不去排队买，也会好奇地驻足围观一下究竟发生了啥。然而，日前陆续有媒体曝光网红店雇佣“排队托”制造“虚假繁荣”的欺诈现象，则让消费者惊呼“我走过的最长的路，就是商家的套路”。</p><p>需要承认的是，抛开“排队托”、黄牛代购等情况，真正排队为了自己买东西的人也大有人在，不过对于这些普通消费者来说，除了真的由于网上的口碑安利或现场的从众心理而排大队买那一口吃的或一口喝的，其实往往还有心理方面更深层次的原因。</p><p style="text-align: center;"><img src="http://static.cnbetacdn.com/article/2017/0925/4c6f86bb5b2bf8e.jpg" /></p><p>专家指出，过去人们是由于生活必需品的稀缺而排队，那时候，“不用排队”是身份地位的象征；现如今人们去排队则不是为了购买稀缺品，或者说不是为了商品本身，而是为了一种象征品。比如对网红店的美食来说，排队的象征意义可能是自我满足、时尚品味，甚至社会肯定。因此或许可以说，排队背后的象征意义成为了这个时代的稀缺品。</p><p>再者，不惜排长队也要买网上得到广泛认可、朋友圈里受到大量推荐的食品，其实某种程度上也是在寻找一种身份认同感和文化归属感——即便不同店面的同种食物在口味上可能并无太大区别，但当“终于吃到了最正宗的XXX”/“终于买到了传说中的XXX”发到朋友圈的那一刻时，心理上的满足感才是人们用排队的时间成本真正想换来的东西。所以，我们买来喝的其实不是奶茶，而是寂寞；排大队在网红店购物已经不是“浪费时间”，而是“时尚”。</p><p><strong>酒香不怕巷子深，只要套路走得真&nbsp;</strong></p><p>随着网红店门前排队时间越来越久，围绕“排队经济”的风波也层出不穷。就拿“排队托”来说，有记者调查发现，网上充斥着“兼职（排队）充场”的信息。甚至可以说，在新店开张阶段雇人排队，已成为休闲餐饮店特别是“网红店”的“潜规则”之一。</p><p>虽然相关店家明确表示自始至终没有聘请过人假排队，但不可否认的是，各类营销手段也已经在“网红店”轮番上阵，以至于让消费者们在真正吃到东西之前，就完全出于各方的“好评”口碑而对产品的优质程度深信不疑。</p><p style="text-align: center;"><img src="http://static.cnbetacdn.com/article/2017/0925/1fbae4df1af391e.jpg" /></p><p>诚然，良好的营销手段可以在短时间内带来巨大的客流量，但是难免来也匆匆、去也匆匆，消费者终究会明白：生意兴隆的店固然会人满为患排长队，但需要排队店的并不一定等于“生意兴隆”。只有产品本身这块“里子”夯实了，口碑这块“面子”才能撑得住。毕竟，一个店要想长久火爆下去，终究还是要靠在提高产品本身品质上多花功夫。</p><p>关于排队购物，您是否有过类似的经历？您又如何看待“网红店”排队的现象？欢迎在下方评论区参与讨论。</p><p>（原标题：“网红店”前排大队，真的只是为了吃？）</p>                    </div>
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